This document discusses Lenovo laptops and their marketing strategy in India. It provides details on Lenovo's product mix, including their cooling system and design awards. It notes the laptops' price range between INR 65,000-70,000, similar to HP Envy dv6. The promotion mix discusses Lenovo ad campaigns focusing on ruggedness and action, while HP emphasizes design and multimedia. Both brands are sold in retail electronic stores, with Lenovo receiving sales force pushes. Lenovo offers worldwide customer support and warranty extensions up to five years. The marketing strategy aims to build Lenovo as a brand for youth and "doers" through ambassador Ranbir Kapoor and various campaigns.

1. Urvashi Athavale
Saloni Mehra
Qais Husein
Sheikh Rematullah

2. Core
Product

3.  Lenovo is an engineered laptop for personal
and business purposes

4. Product Mix
 Cooling system - Lenovo systems are built to
lessen heat in critical areas
 The fans are specially designed to run quietly
with the least amount of power.
 Less strain on the system's components,
lower power consumption, and more comfort
for the user handling the system.

5. Product Mix
 Design - Lenovo has won more than 100
international awards for forward-thinking
design.
 Reliability - Notebooks pass 8 military specs
for ruggedness under extreme hot, cold,
humid, or dusty conditions.

6. Price Mix
 Priced between INR 65,000 – 70,000
 Costs almost the same as rival HP ENVY dv6
 Performance almost same
 Lenovo is for a power user whereas HP is a for a
balanced user between basic office work and
gaming and designing

7. Promotion Mix
 Ad campaigns of Lenovo Ideapad - rugged
vision; encourages real action.
 HP Envy – Design, multimedia features,
graphics

8. Place Mix
 Both available at retail electronic stores
 Lenovo is pushed by sales force (Exhibit
Reliance Digital and Croma)

9.  Thousands of support reps worldwide
 Consistently ranked as a top provider of
customer support in surveys.
 Warranty Extensions available for periods of
up to five years (product specific)

10.  Priority Technical Support - direct anytime-
access to the right level of tech support on
the first call
 Faster problem resolution, maximized end
user uptime and helpdesk productivity

11.  Accidental Damage Protection - ADP protects
investment from operational or structural
damage
 Other options –
 Depot or Courier Service
 Onsite/In-Home Service,
 International Warranty Service

16. • Lenovo‟s first TVC in India – “Grandma-proof”
(2009)
• Message - “If this commercial is true, and you
live alone with your grandmother, you will
know which brand to buy.”

17. • The Doers Campaign –
• Launched new products with tagline - 'For
those who do'.
• TVC described these „doers‟ as significantly
different from everybody else.
• Personality of Unique, rugged, action-oriented

18. • Ranbir Kapoor as Brand Ambassador
• Creating a young personality who are smart
and can outsmart anyone.
• Also tied up with MTV to build youth centric
personality further
• Tied up with Windows 8 to portray novelty
and innovation

19. 1 – Awareness
• Initial ad talking about durability
• Sales force emphasising on superior features
2 – Comprehension
• Lenovo = Action (Doers Campaign)
3 – Liking / Interest
• Interest in endurance and taking initiative

20. 4 – Attitude/ Preference
Builds a favourable attitude amongst youth;
Lenovo would be preferred for its power
5 – Repeat Purchase
Ensuring loyal customers and influencers and
reinforcement through advertisements

21. 5 – Added Value
Building cult group amongst users. Sales force
emphasising on services.
6 – Brand Advocate
Ranbir Kapoor – Advocating brand for the
youth and budding personalities

22. 7 – Word of Mouth
Retweets and Reposts of users satisfied with
Lenovo
8 – New Buyer
By attracting customers in the retail level.
Placing the laptops on the right hand side of
shelves, push by sales force

23. 8 – Loyalty
• Emphasis on 1 million facebook likes (Lenovo
India)
• Customer service in constant touch with
customers
• Providing technical help instantly
• Dedicated twitter handle – Twitter Deals
(coupons)

24. 9 - Brand Equity
• Customer who has bought a Lenovo Laptop
once, considers a different model of the same
brand
• Is able to identify with the TG through various
campaigns
• Is willing to pay higher price over rivals and is
instant choice especially when features are
similar

25. Thank You